Читать книгу Launching & Building a Brand For Dummies - Amy Will - Страница 98

Your brand’s identity is its essence — its lifeblood. This identity is communicated through the brand’s name, logo, tagline, content marketing, advertising, signage, and public engagement.

Your brand identity statement guides everything you do to develop the brand identity you want to project. This statement must cover all the essentials listed in the previous section clearly and succinctly. Here’s a template for structuring your brand identity statement, but don’t feel locked into it:

[Brand name] offers [point of differentiation] to [target market]. We are committed to [mission] through [values] with our [brand personality].

Here’s an example:

Athletipro offers a quick and easy online shopping experience and speedy delivery of equipment and supplies to amateur and professional athletes and everyone in between. We’re committed to empowering each customer to achieve optimal health, fitness, and performance through research and innovation with our unequaled passion and drive.